Youngsters defect to ITV2 and E4 after BBC Three is axed

Youngsters have defected from BBC to competitors after the closure of BBC Three, according to a new report.
Linear viewing on the BBC dropped by 18% among those aged 16-34 between March and May this year, while competitors ITV2 and E4 received a significant boost.

More on BBC

Youngsters defect to ITV2 and E4 after BBC Three is axed

Youngsters have defected from the BBC to competitors after the closure of BBC Three, according to a new report.

According to figures published by Thinkbox, linear viewing on the BBC dropped by 18% among those aged 16-34 between March and May this year. BBC Three ceased operating as a television channel in mid-February.

During this same period, competing broadcasters saw their numbers boosted significantly in BBC’s Three’s target age range.

ITV2 saw an increase of more than a quarter (27%) year-on-year in television viewing between March and June, while E4 also witnessed gains of 4%.

BBC iPlayer viewing remained flat across the same period, which suggests those who would normally have tuned into BBC Three did not transfer their viewing to on demand.

Accordingly, the share of commercial TV viewing has also increased during the first half of 2016 – 67.4% compared to 66% in the first six months of 2015.

Thinkbox research and planning director Matt Hill said: “TV is thriving on all screens, but the importance of TV channels on TV sets cannot be overlooked. They remain the first port of call for the majority of people of all ages.

“The apparent boost that commercial TV has received from BBC Three’s disappearance from the schedules underlines this fact – a strategy that is in stark contrast to the imminent arrival of Viceland on commercial TV.”